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The Representation of Youth

1.
POP MUSIC AND YOUTH CULTURE

2.
WHAT IS A YOUTH SUB-CULTURE? <ul><li>A group of individuals who are united through a common value system and tastes (clothes, music, politics etc.) </li></ul><ul><li>A group who are also positioned outside of the mainstream, and who unify as a response to the mainstream </li></ul>

3.
What are the values of a subculture? <ul><li>Choose a subculture you are familiar with </li></ul><ul><li>Try to identify its values and beliefs…you may want to think about how they respond to these topics: </li></ul><ul><li>‘ fitting in with group/being individual’ </li></ul><ul><li>brand names and fashion </li></ul><ul><li>other subcultures/ genres/ styles </li></ul><ul><li>previous versions of their style/genre </li></ul>

4.
What are the values of a subculture? <ul><li>Link to values… how the subculture view: </li></ul><ul><li>Conformity and rebellion </li></ul><ul><li>Attitude to capitalism and consumerism </li></ul><ul><li>‘ Tribal’ rivalry </li></ul><ul><li>Traditional or ‘neophile’ </li></ul>

5.
<ul><li>Many groups are involved in protest and resistance against the mainstream… but the form of this is diverse and internally coherent. </li></ul><ul><li>Teens will often move between subcultures, and older youths mix and match styles/values from a mix of subcultures </li></ul><ul><li>Or that adults can appear to conform for most of the working week, but re-enter the subculture at specific time (weekend, festivals etc.) </li></ul>

6.
<ul><li>“ There are many streams.” Mainstream is in perpetual flux, rapaciously absorbing alternative culture at such a fast rate that the notion of a mainstream becomes obsolete. </li></ul><ul><li>So if there is no mainstream then there is nothing for the teens to react against – instead they are driven by other motives; and these must be understood on their own terms, individual terms </li></ul>

7.
How does the pop music industry target youth cultures? <ul><ul><li>There are two rival views of the relationship between pop music and youth… </li></ul></ul><ul><li>Pop stars are constructed to appeal to specific market with specific values </li></ul><ul><li>The audience are so unpredictable in their likes and dislikes that record companies can never truly know how to target them </li></ul>

8.
Richard Dyer’s ‘Star Theory’ <ul><li>Stars represent shared cultural values and attitudes, and will promote a certain ideology. </li></ul><ul><li>Fans who agree with that set of values will support the star </li></ul><ul><li>Fans will imitate stars in an aspirational effort to get ‘closer’ to the glamorous, fantasy lifestyle they appear to have – this may take the form of ‘dressing up’, imitating performances, adopting behaviour etc. </li></ul>

9.
What values does Kylie promote here? What kind of audience would be attracted to her?

12.
And here? How has Kylie’s image changed over time? Why do you think she (or her manager) has done this?

13.
<ul><li>“ The pop music industry does not create long-lasting subcultures – it struggles to keep up with youth values and groups” </li></ul><ul><li>Three different subcultures: </li></ul><ul><ul><li>Sub-culture that has been created by pop music – ‘rude boyz’/white gangsta rap fans </li></ul></ul><ul><ul><li>Sub-culture that has other, non-pop origins – Essex boys/casuals (more class-based) </li></ul></ul><ul><ul><li>Sub-culture that has resisted pop music industry – ‘ravers’ (scorning commercial dance music, DJs create music purely for the events, not even issued unless it becomes an anthem. No singer/performer to focus on) </li></ul></ul>

14.
YOUTH AS A STEREOTYPE <ul><li>TASK </li></ul><ul><li>Research one positive and one negative representation of youth in any media form. </li></ul><ul><li>Be prepared to discuss your findings with the class. </li></ul>